The Tourism Authority of Thailand (TAT) reinforced the Trusted Thailand initiative through a new strategic partnership with digital travel platform Agoda.
This latest partnership aligns public and private sector efforts to enhance safety, quality, and traveller confidence across Thailand’s tourism ecosystem.
TAT governor Thapanee Kiatphaibool commented on the occasion: “Trusted Thailand reflects our commitment to raising tourism standards while ensuring travellers feel confident, informed, and secure when choosing Thailand. Partnering with Agoda allows us to extend this assurance through one of the world’s leading digital travel platforms, reaching travellers at scale and reinforcing trust through clear certification, transparent information, and responsible promotion. This collaboration demonstrates how public and private partners can work together to deliver quality-led travel experiences that support Thailand’s long-term tourism development.”
Agoda chief commercial officer Damien Pfirsch likewise remarked: “We are thrilled to partner with the Tourism Authority of Thailand on the Trusted Thailand initiative. By highlighting these certified partners in a number of ways and with special discounts to boot, Agoda is promoting travel to Thailand with added peace of mind and at great value. This reflects our ongoing commitment to supporting tourism in Thailand.”
How working with Agoda can boost Trusted Thailand
The Trusted Thailand framework certifies tourism establishments that meet defined standards in safety practices, secure payment systems, multilingual communication, and accessible transport.
Collaboration with Agoda is being progressed through three integrated areas that improve visibility, reinforce assurance, and expand access to reliable travel information for international visitors.
Key actions include the launch of a dedicated Trusted Thailand landing page on Agoda’s platform which has been live since early December 2025 and features a number of TAT-certified establishments.
This is supported by the phased introduction of the Trusted Thailand badge on participating accommodation property pages, initially rolled out in Chinese-language markets to strengthen awareness and build traveller confidence.
Guides for the contemporary traveller
In parallel, safety-focused travel guides have been developed using official TAT information, including content from the 1672 Travel Buddy service and the TAT Newsroom.
The guides provide practical safety information in English and eight additional languages, including three Chinese language variants. Initial content focuses on flood-related updates, with plans to expand coverage to other safety topics.
The information is accessible through Agoda’s City Guides and QR code integration.
Leveraging Agoda’s reach to millions users worldwide and its strong regional presence, the collaboration strengthens confidence among international travellers, particularly across Asia-Pacific markets, by providing clear and trusted signals of quality and safety at key stages of the travel decision-making process.
In addition, the initiative enhances the visibility of Trusted Thailand-certified partners and reinforces Thailand’s positioning as a safe, reliable, and high-quality destination, supporting long-term, quality-led tourism development.
